AMERICAN INTERNATIONAL UNIVERSITY-BANGLADESH (AIUB)

Faculty of Business Administration

Department of Marketing
BBA Program
Marketing Management
Course Outline- Spring Semester 2017

I. Course Code : B.B.A-3113

II. Course Title
III. Course Credit
IV. Pre-Requisite
V. Course Instructor
VI. Department
VII. Class Time
: Marketing Management
: 3 Credit Hours
: Principles of Marketing (BBA-2107) & Macro Economics (BBA-
2209)
: Dr. Sahin Akter Sarker
: Marketing
:

Section Day Time Room

G Monday and Wednesday 2:00 - 3:30 pm 123

VIII. Our Vision:  

AMERICAN INTERNATIONAL UNIVERSITY-BANGLADESH (AIUB) envisions promoting

professionals and excellent leadership catering to the technological progress and development
needs of the country.

IX. Our Mission:  

AMERICAN INTERNATIONAL UNIVERSITY-BANGLADESH (AIUB) is committed to

provide quality and excellent computer-based academic programs responsive to the emerging
challenges of the time. It is dedicated to nurture and produce competent world class professional
imbued with strong sense of ethical values ready to face the competitive world of arts, business,
science, social science and technology.

X. Course Description:

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The course focuses on formulating and implementing marketing management strategies and
policies, a task undertaken in most companies at the strategic business unit level. The marketing
management process is important at all levels of the organization, regardless of the title applied
to the activity. Typically, it is called corporate marketing, strategic marketing, or marketing
management. For our purposes, they all involve essentially the same process, even though the
actors and activities may differ. The course will provide the students with a systematic
framework for understanding marketing management and strategy.

This course is concerned with the development, evaluation, and implementation of marketing
management in complex environments. The course deals primarily with an in-depth analysis of a
variety of concepts, theories, facts, analytical procedures, techniques, and models. The course
addresses strategic issues such as: What business should we be in? What are our long-term
objectives? What is our sustainable marketing competitive advantage? Should we diversify?
How? How marketing resources should be allocated? What marketing opportunities and threats
do we face? What are our marketing organizational strengths and weaknesses? What are our
marketing strategic alternatives?

XI. Course Objectives:

At the end of the course, the students will be able to:

a) Further develop knowledge and skills in the essential aspects of marketing management,
marketing strategy, and emerging New Economy marketing applications, with a focus on the
development and execution of programs, audits, and plans.

b) Become familiar with the range of decisions implicit in strategic marketing management and
planning, and to develop skill in using a variety of analytical frameworks for making such
decisions

c) Develop an understanding of how markets contrast in terms of: Their “enduring

characteristics” and Their stage of development and how the nature of competition in such
markets is impacted

d) Develop skills in planning a variety of marketing management tools, ranging from new
product entry strategy to international market product life cycle management and strategy

e) Develop skill in organizing for effective strategic marketing and in implementing the market
planning process
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 XII. Topics to be covered:

Chapter or Specific Topic(s) for Discussion Time Suggested Teaching

Lecture Title Frame Activities Strategy(s)
To discuss the essence/ meaning of the
mission and vision of the university. Lecture with
power point
Mission Giving an overview about the course Week slide &
and Vision outline and discussion on the subject 1(1) Class teacher-
matter, classroom and grading policies. Lecture Discussion student
of AIUB 1 interaction
Fundamental concepts/ ideas about & discussion
Marketing and Marketing Management. on specified
issues.
The Following Topics will be Covered:

þ The 3 Basic Pillars of Marketing

(Value, Satisfaction, and Retention)

Defining  Value Chain and Value Delivery

Marketing for Network.
the 21st Class
Century:  Customer Relationship Discussion
Management (CRM) and Partner Week
Relationship Management (PRM) 1(2)
as part of customer Retention. And
Managing Week 2 Case Study/
Lecture with
Customer þ Need and Types of Need Class Tasks
power point
Lectures
Relationships slide &
þ Demand and Demand States (8 types 2, 3 & 4
teacher-
of Demand)
[Chapter: 1] student
interaction
þ Key Customer Markets
& discussion
on specified
þ Concepts of Marketing (Holistic
topics.
Marketing Concept/ 360-degree
concept)

Developing The Following Topics will be Covered: Week 3 Class Lecture with
(Lecture Discussion power point
Marketing
þ 4 P’s to 7 P’s of Marketing s 5 & 6) slide &
Strategies and teacher-
þ Marketing Plan, SBU analysis and And student
Plans
Ansoff’s Product Market Expansion Case Study/ interaction
Grid Strategies Week 4 Class Tasks & discussion
(Lecture on specified
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 þ SWOT analysis (Environmental
s 7 & 8)
Scanning)

[Chapter: 2] þ Michel Porter’s 3 Generic Strategies

Lectures topics.
5, 6, 7
þ Strategic Alliances (Categories of Quiz 1
&8
Marketing Alliances between different
organizations)
The Following Topics will be Covered:
Class
Markets [Part þ Business Market and Characteristics Discussion Lecture with
of Business Market Week 5 power point
2]: Business slide &
Market þ Participants in Business Buying Lectures Case Study/ teacher-
Decision process (Buying Center 9 & 10 Class Tasks student
decision) interaction
[Chapter: 7] & discussion
þ Stages in the Business Buyer’s Quiz 2 on specified
Buying Decision Process. topics.

The Following Topics will be Covered:

Class
Discussion
þ Product and Product Classifications
Lecture with
(Based on Durability and Tangibility)
power point
Setting slide &
þ Services and Services Characteristics Week 6
Product and teacher-
Case Study/
student
Branding þ Product Mix and Product Mix Table Lectures Class Tasks
interaction
(4 dimensions of Product mix table) 11 & 12
Strategies & discussion
Quiz 3
on specified
topics.
þ Brand and Branding Strategies
[Chapter: (Brand Sponsorship and Brand
12+10] Development Strategies)

Review of the Review of all Lectures, Topics and Ideas. Week 6

Discussion about Mid-term Question Class Lecture with
Mid Term
pattern. Discussion power point
Syllabus And, submission of group assignment for slide &
Mid-term examination. teacher-
&
student
Assignment interaction
& discussion
Submission
on specified
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 topics.

Mid Term Exam Week 7

Distribution of Mid-term Exam’s Answer scripts and review

of mid-term performance Week 8 (1)
Lecture 15
To give an overview about the Course Outlines: syllabus,
quiz pattern, project activities, grading policy, question
patterns
Developing Lecture with
Week 8
Class power point
Pricing (2),
þ Ideas about price and pricing benefits Discussion slide &
Strategies and teacher-
Week 9
þ Pricing and Price Setting Strategies Case Study/ student
programs (1 & 2)
(8-10 types of Product Mix Pricing) Class Tasks interaction
Lectures
& discussion
16,
Quiz 1 on specified
[Chapter: 14] 17 ,18
topics.

The Following Topics will be Covered:

Segmentation, þ Market Segmentation and Levels of

Class
Target Market Segmentation.
Week Discussion
Lecture with
Marketing 10
þ Bases for Segmenting Consumer power point
and Market Market. slide &
Case Study/
teacher-
Positioning And Class Tasks
 Geographic student
Week
(STP) interaction
11 (1)
 Demographic & discussion
Strategies Quiz 2
on specified
Lectures
 Psychographic and topics.
19, 20
[Chapter: 8] & 21
 Behavioral Variables

þ Market Targeting Strategies.

þ Market Positioning Strategies.

Designing and Lecture with
The Following Topics will be Covered: power point
Managing
Week Class slide &
Integrated þ Marketing Channels, Channel 11 (2) Discussion teacher-
member’s types and Importance student
Marketing
Marketing Channels And interaction
Channels Case Study/ & discussion

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 þ Functions of Middleman/ Channel
partners (Contribution of the channel
members to the principal trading
Class Tasks
organizations)
Week
12
þ Levels of Marketing Channels
(1) on specified
(Direct, Indirect and Multi-channels)
[Chapter: 15] Quiz 3 topics.
Lectures
þ Number of Channel members
22, 23
(Channel member decision)

þ Channel Conflicts and reasons for

happening Channel conflicts
Lecture with
Week12
White Board
(2)
þ Michael Porter’s Competitive Forces and power
Dealing with &
point slide &
þ Industry Concept of Competition Week Class
Competition teacher-
þ Competitive strategies (types of 13 Discussion
student
[Chapter: 9] defense strategies and general attack interaction
strategies)) Lectures
& discussion
24,
on specified
25,26
topics.
Power point
Review of all Lectures, Topics and Ideas.
presentation
Discussion about Final Exam Question
by one
pattern.
Review of the group and
Group constructive
Final Exam
Week Presentation Criticism by
Syllabus 13 based on another
Selective company & topic will be
Lecture chapter based group.
& allocated to Individual groups to prepare
26 respective
their assignments and present their
Assignment cases Question
findings in front of the whole class.
answer
Presentation
session,
[ A Guideline/ Format to prepare
open for all
assignment & presentation will be
class
provided]
audiences
Week 14
Final Examination
**Concerned faculty preserves the right to amend this outline as situation requires.

XIII. Course Requirements:

Students are required to attend classes regularly (minimum 80% to qualify to sit for final
examination). It is also mandatory to submit term paper, assignments (i.e. case study), topic

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 presentation and report presentation must be submitted in due time to the respective faculty
member.

Evaluation and Marks Distribution:

The total 100% will be broken down as follows:

MID TERM EXAMINATION FINAL EXAMINATION

Category Marks (%) Category Marks (%)
Quizzes (Best of 2) 30% Quizzes (Best of 2) 30%
Individual/Group Assignments 10% Individual/Group Assignments 10%
and Presentation/ Attendance & and Presentation/ Attendance &
Participation Participation
Tutorial Session: 10% Tutorial Session: 10%
(Individual presentation/ (Individual presentation/
Recitation/ Viva etc.) – during
Recitation/ Viva etc.) – during
Counseling Hour
Counseling Hour
Class Activities /Case Study 10% Class Activities /Case Study 10%
Solving Solving
Mid-term Examination 40% Final Examination 40%
Total 100% Total 100%
Final Grade = 40% of Mid Term Total + 60% of Final Term Total

 Quizzes: Quizzes will be conducted to assess the understanding level of the students
regarding the subject matter. They may contain a blend of Multiple Choice Questions
(MCQ), Fill in the blanks, Modified True/False related to key terms & concepts.

 Assignment: Assignment is introduced to increase the students’ ability to develop

teamwork, co-ordination, commitment and other relevant skills. There will be several
groups formed where each group will consists of 4/5 persons. Students are asked to form
their own group as soon as possible and to start working on a particular marketing topic.

 Exams: Mid Term and Final exams will be a mixture of short & long answer questions.
The full format will be discussed in class before the actual exam.

 Grading Policy: The set policy of AIUB for grading the students’ performance will be
strictly followed.

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  Rules
Class attendance: At least 80%. Failure to do so will bring an automatic UW.
Class performance: Student-centered. Each student has to participate on a regular basis.
Assignments and Reports: Must be submitted within stipulated time frame.
No late submissions will be entertained.
Quizzes: No make-up will be taken for missed quizzes.
Grading Policy: No request will be entertained for Mid Term and Final Term Grade.
XIV. Grading System:

The following grading system will be strictly followed in this class.

90- 86- 82- 78- 74- 70- 66- 62- 58- 54- 50-
94+ <50
Letter 93 89 85 81 77 73 69 65 61 57 53
Grade A+ A A- B+ B B- C+ C C- D+ D D- F
4:00 3.75 3.50 3.25 3.00 2.75 2.50 2.25 2.00 1.75 1.50 1.00 0

XV. Textbook

þ Kotler, Philip, Keller, Kevin Lane, Koshy, Abraham and Jha, Mithileshwar, Marketing
Management (A South Asian Perspective), 13th Edition, 2009, Dorling Kindersley (India)
Pvt. Ltd., India.

Reference Books

þ Capon, Noel and Hulbert, James M., Marketing Management in the 21 st Century, 1st
Edition, 2001, Prentice Hall Inc., New Jersey, U.S.A.
þ Kotler, Philip and Keller, Kevin Lane, Marketing Management, 12 th Edition, 2006,
Pearson Education Inc., U.S.A.
þ Kotler, Philip and Keller, Kevin Lane, Marketing Management, 13 th Edition, 2009,
Pearson Education Inc., U.S.A.
þ Kotler, Philip and Keller, Kevin Lane, Marketing Management, 14 th Edition, 2011,
Pearson Education Limited, England.
þ Kotler, Philip, Armstrong, Gary, Agnihotri, Prafulla Y. and Haque, Ehsan ul, Principles
of Marketing (A South Asian Perspective), 13 th Edition, 2010, Dorling Kindersley (India)
Pvt. Ltd.
þ Kotler, Philip, Marketing Management, 11th Edition, 2003, Pearson Education Inc.,
U.S.A.
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 þ Peter, J. Paul and Donnelly Jr, James H., Marketing Management – Knowledge & Skills,
8th Edition, 2007, McGraw-Hill/ Irwin, New York, U.S.A.
þ Rajagopal, Marketing Management – Text and Cases, 1 st Edition, 2005, Vikas Publishing
House Pvt. Ltd., Noida, India.
þ Winner, Russell S., Marketing Management, 1st Edition, 2000, Prentice Hall Inc. U.S.A.

þ Additional references, notes and articles will be provided in the class.

Prepared By:

Course Instructor: Dr. Sahin Akter Sarker

Assistant Professor
Department of Marketing

Contact Details: Campus 1, Level # 1, Faculty Room

Tel: 02-55034233, 02-55034180 Ext: 558
Email: sasarker@aiub.edu

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